일의 의미가 소비가치에 미치는 영향: 사무직 종사자의 노동, 경력, 소명 지향을 중심으로 (Effect of Meaning of Life on Consumption Values)

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초록

일은 개인의 삶에서 큰 부분을 차지하며 감정, 태도 및 가치 형성에도 유의한 영향을 미친다. 하지만 똑같은일을 하더라도 일이 개인에게 미치는 영향은 다르게 나타날 수 있다. 그 이유는 개인이 일에 부여하는 의미가다르기 때문이다. 조직심리학 분야의 선행연구들은 일의 의미를 노동(job), 경력(career), 소명(calling)으로구분하고 일의 의미 지향에 따라서 인지적, 감정적 반응 및 태도, 가치 등이 다르게 나타난다는 사실을 밝혔다.
일이 개인에게 미치는 영향을 고려하면 일의 의미는 소비 행동에도 유의한 영향을 미칠 것으로 예상할 수있다. 하지만 일의 의미 개념을 소비행동이나 마케팅 영역에 도입한 연구는 아직 없는 실정이다. 이에 본연구는 일의 의미가 소비행동에 미치는 영향을 파악하는 것을 목적으로 수행되었다. 이를 위해서 일의 의미의각 차원이 구매 의사결정의 근본 원인을 설명하는 소비가치에 어떤 영향을 주는지를 실증적으로 분석하였다.
또한, 효과발생 원인을 보다 명확하게 이해하기 위해 선행연구 결과를 바탕으로 삶의 가치가 일의 의미와소비가치 사이에서 매개역할을 하는 것으로 연구모형을 설정하였다. 아직 관련 연구가 미흡한 상황임을 고려하여 일의 의미가 미치는 영향을 검증하기 위해 연구표본은 대한민국에 거주하는 대기업 사무직 종사자로 한정하였다.
분석결과 일의 의미는 삶의 가치와 소비가치에 모두 유의한 영향을 주는 것으로 나타났다. 또한, 일의 의미가소비가치에 미치는 효과는 삶의 가치에 의해 완전매개 또는 부분매개 됨을 확인하였다. 여성 및 고령 인구의경제활동 참여가 증가하는 상황에서, 일의 의미를 소비자 행동의 주요한 영향요인으로 고려해야 한다는 주장의이론적 배경을 제시했다는 점에서 의미가 크다. 또한, 일의 의미의 각 차원을 시장세분화 및 고객특성 이해의기준으로 제시했다는 점에서 실무적 기여를 찾을 수 있을 것이다.

영어초록

Work is an important part of an individual’s life. According to a recent survey, the average annual working hours of OECD countries are 1,690.1 hours, which involves more than 7 hours of work-related activities per day on a weekday basis. The fact that everyday work experiences have a significant impact on individual’s feelings, attitudes, life values, etc. has been widely proved by previous studies. One thing to note is that not everyone experiences the same things even with the same experience. Previous researchers in organizational psychology argue that the same experience affects emotions, attitudes, values, depending on what meaning an individual gives their work (means of work). According to previous studies, the meanings of work construct is consisted of job, career, and calling. First, job-oriented regards the work only as a means of making money. People who are job-oriented tend to seek various pleasure and rewards outside of their current work. On the other hand, career-oriented people pursue goals such as achievement, promotion, and power in the organization. The ultimate goal of their hard working is to earn compensation for their social position.
Finally, calling-oriented people consider the fulfillment of work itself as a top priority and is committed to it. They believe that their work contributes to making a better world. Work is almost all about their individual life. From what I've seen so farm, the influence of work on an individual’s attitude or value can be different depending on what meaning they give to job, career or calling.
Previous studies in marketing also noted that work-related stress and satisfaction has a significant effect on consumer behavior. Even though there are some limits to the fact that previous studies have only targeted certain consumer behaviors, such as alcohol consumption, impulsive buying, self-gift and so on. In this study, the construct of ‘meaning of work’, which describes overall attitude toward work, was introduced in the marketing field to explore how job, career, and calling affected the consumption value. Consumption value is a variable that explains the fundamental reasons for why they buy a product. We expected that the characteristics of each meaning of work are closely related to each attribute of consumption value. In addition, our research model was built up and analyzed as the life value mediating between the meaning of work and the consumption value based on the results of previous studies. With the analysis, we hope to clarify the effect mechanism of the meanings of work on consumption value. The results showed that the meaning of work had a significant positive effect on all relevant life values. In addition, it has been demonstrated that the life value has a significant positive effect on the consumption value. First, openness-to-change acted as prior factor of emotional value that emphasized pleasure and sensory stimulation(Hypothesis 2-1).
For the person having life value of self-enhancement, social value, which is characterized by recognition from others, showed a meaningful increase(Hypothesis 2-3). It was expected that self-transcendence would be less relevant to the pleasure of consumption or the desire to show off, and the analysis found that this effect was very significant(Hypothesis 2-4). On the other hand, Hypothesis 2-2 and Hypothesis 2-5 were rejected. All of the results of the mediation were significant, which was conducted to clarify the effects of meanings of work on consumption. When work is considered as a job, it is confirmed that there is a tendency to value the emotional consumption value through the partial mediation of openness-to-change. Those who consider work as a career were positively affected by social consumption value through self-enhancement's complete mediation. Lastly, it was confirmed that if the intention of calling-oriented is high, functional value is emphasized through the partial mediating effect of self-transcendence.
This study has contributed greatly to broadening the theoretical understanding of the relationship between meanings of work and consumer behavior, and meaning of work; job, career, and calling is comprehensively analyzed what consumption value is influenced through the mediating effect of life value. In practice, contributions can be found in the fact that the meaning of work

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